“School choice” will be celebrated this week at thousands of events across the country, with speakers talking about empowered parents and educational excellence. It will probably be a public relations bonanza for the “school choice” movement. But here’s the problem: the bright yellow banner of National School Choice Week is designed to distract attention from the least appealing and most dangerous aspects of that movement -- anti-government ideologues, privatization profiteers, and religious fundamentalists eager to get their hands on public education dollars.

Let’s back up a bit.

Education policy is a vast, complicated, and hotly contested arena. Terms like “education reform” and “school choice” sound good, but they are so broad as to be almost meaningless. They can be applied to genuine efforts to strengthen teaching and educational opportunity as well as cynical schemes to destroy public employee unions and dismantle public education altogether.

In particular, “school choice” encompasses a huge array of education policies, from public school charter and magnet schools to taxpayer-funded for-profit cyberschools and homeschooling. Even a seemingly specific term like “charter schools” cloaks a more complex reality that ranges from innovation labs co-located in public schools to for-profit chain operations.

If you believe that public education is an important democratic institution, and you think education policy should be aimed at giving every child the opportunity to attend a quality public school, these policies don’t all look alike. They don’t all have the same impact on public schools, or the same levels of public accountability.

But the folks at National School Choice Week would like you not to think about that. Here’s Andrew Campanella, president of National School Choice Week, in a January 2 column:

To individual parents – “school choice” is not just about charter schools, or private schools, or traditional public or magnet schools, or online learning and homeschooling. It’s about having a choice of all of these options, being able to make a choice, and selecting the learning environments that are right for their individual children. When school choice organizations work together, the collective messaging of these partnerships and this broad, familiar definition of school choice resonates with families.

He acknowledges that people have different ideas about what school choice means: “It goes without saying that a charter school association and a private school choice group might not agree on every policy issue, or that a homeschooling organization and a magnet school consortium will not always find common ground,” he says, but we can all come together on “the basics.”

The problem with this “collective messaging” approach is that it hides the anti-public-education agenda of some “reformers.” Celebrating “school choice” across the board lends credibility to organizations pushing for destructive policies that are not at all popular with the American public. In spite of decades of right-wing-funded attacks on public education, for example, Americans oppose privatization plans like vouchers that transfer public education funds to private schools.

Self-proclaimed reformers often dismiss concerns about privatization as a “red herring.” But you can’t embrace the Milton Friedman Foundation as a partner and then pretend that privatization is only an imaginary threat dreamed up by teachers unions. Friedman has an explicit goal of getting rid of public schools altogether; they see programs like vouchers for poor kids as a tactical stepping stone toward that ultimate goal.

Others view the huge amount of money we collectively spend on educating children as a source of cash. One of the sponsors of National School Choice Week is K12, a member of the right-wing American Legislative Exchange Council and a company the New York Times has described as “the biggest player in the online-school business,” one “that tries to squeeze profits from public school dollars by raising enrollment, increasing teacher workload, and lowering standards.” In September 2013, a hedge fund manager betting that the company’s model was unsustainable said that “K 12’s aggressive student recruitment has led to dismal academic results by students and sky-high dropout rates, in some cases more than 50% annually.” And yet Executive Chairman Nathaniel Davis was paid more than $9.5 million last year; Morningstar reports that K12’s compensation to top executives went from 8.89 million in 2011 to 10.89 million in 2012 to 21.37 million in 2013. According to Sourcewatch, $730.0 million of the $848.2 million K12 earned last year came from its “managed public schools” – in other words, taxpayers.

For-profit schools that are doing a lousy job can be protected by the huge amounts of money they spend lobbying in state legislatures. A November 2011 investigation by Lee Fang for The Nation reported that White Hat Management, which runs both traditional and virtual charter schools, had become Ohio’s second-largest GOP donor; the company’s success rate under No Child Left Behind was 2 percent, compared to 54.9% for traditional schools and 30 percent for “virtual schools” run by nonprofits.

Publicly funded vouchers to pay for private schools have been rejected each time they have come before voters, and there is scant evidence that the voucher programs that are operational produce better academic outcomes. But they are still a cherished goal of anti-government ideologues and operators of for-profit and religious schools. One of the biggest “school choice” advocates among the country’s governors is Louisiana’s Bobby Jindal, who has embarked on a grand privatization plan grounded in school vouchers, many of which have been used to send students to religious schools with questionable curricula and substandard academic achievement. Data released by the state in November indicated that almost half of the vouchers were being used at schools that scored a D or F on the state’s rating scale.

There are unquestionably well-intentioned people in the education reform movement, some of whom will be participating in National School Choice Week activities. There are people of all political persuasions eager to find ways to give students a better education, and that includes teachers, administrators, and school board members – people who are collectively dismissed as “the blob” by some “reformers.”

People of good faith can and do disagree about the best way to strengthen teaching, hold schools accountable, reduce the devastating impact of poverty, and more. But people who are genuinely seeking ways to strengthen public education and make schools better for all children should think twice about making common cause with organizations who see public education as something to be dismantled, and with companies whose bottom line is measured not in student achievement but in the profit margins demanded by their investors.